Montreal-based agency Newad and media firm M2 Universal combined to promote the CBC program Arctic Air with illuminated sculpture installations in Toronto and Vancouver this past weekend.
On Jan. 7 and 8, passersby in Toronto’s Nathan Phillips Square and Vancouver’s Robson Square witnessed ice sculptures of DC-3 airplanes bathed in lighting designed to evoke the northern lights. Experiential marketing teams from Newad were also on hand dressed in Arctic Air uniforms and distributing mock boarding passes informing consumers about a watch-and-win contest opportunity.
M2 Universal conceived the ice sculpture concept and enlisted Newad to execute the program in the field.
Sarah McKay, account manager for Newad, said the ice planes and boarding passes were an effective way to introduce potential viewers to the show, which concerns an airline based in the Canadian North.
Newad teams continued to hand out the faux boarding passes today in advance of tonight’s watch-and-win episode of Arctic Air. During the program, a keyword will flash onscreen, which viewers can then input on the show’s website for the chance to win one of two trips to Yellowknife, N.W.T.
